Desire: French version of summer
The most characteristic features of the French style are impeccable taste and sense of proportion. We talk with Michel Bonnet, Executive Director of the French Federation of Shoe Companies, about the feelings that French exhibitors have on the eve of the Russian shoe exhibition and the new ordering season.
- You are already holding the third French pavilion at MosShoes. What results of the first two do you consider the most important for yourself?
- In a difficult time from the economic point of view, the French Pavilion made it possible to favorably distinguish national companies. The best indicator of its success is the number of visitors who have focused their attention on the France pavilion and directly at the exhibitors' stands. The companies participating in the MosShoes exhibition for several years, for example, Mephisto or Samson, were able to start their activities in Russia in more favorable conditions. The goal of companies entering the Russian market now is to find an agent. And we are especially proud that Gep, which first came to MosShoes in March 2009, has already made promising contacts.
- What will be new this time? Are new participants appearing in the pavilion?
- It is worth paying attention to two new participants - Wapiti (the company will present its line of children's and teenage shoes, as well as “authentic” home shoes with extracts of lavender oil, aloe vera and bioceramic capsules) and TBS (this company produces both clothes and shoes for active recreation, including for yachting. Only in France it has 14 monobrands open). You will be able to look at new collections, as well as discover the mysterious world of French shoe fashion during the defile, which will be held on Tuesday and Wednesday, 29 and 30 of September.
- What is the mood of the exhibitors who can already be called permanent?
- With great hopes, based on the experience of last season. All participants understand that entering a new export market requires hard work and regular promotions before you can reap the benefits of commercial profit and customer loyalty. For our part, we very much hope that the difficulties in the Russian economy will be quickly resolved.
- We have data on the export of French shoes for the 2008 year: an increase in volume by 27%, an increase in the average price of the export price for a pair by 14%. Is there data on the first half of the 2009 year? Is the export structure changing?
- In 2008, the export of French shoes to Russia increased by 16% in value. Export of products of the high price segment and luxury to Russia grew not only in the 2008 year, but also in the first semester of the 2009 year, and the average price for a couple increased, although not by much. In 2008, sales of men's shoes made of genuine leather increased sharply, an increase of 84%.
At the moment, it is too early to summarize the first half of the year, I can only say that we are preparing for much less promising figures, focusing on the economic situation in Russia. But French manufacturers, despite the difficulties, will wait for the market to revive, and will certainly attend the presentation of the Spring-Summer 2010 and Autumn-Winter 2010 / 2011 collections.
- By what signs do you realize that the French Pavilion this time was a success?
- Of course, this is the number of visitors at the exhibition and in the France pavilion itself, but above all, it is the development of relations between French manufacturers and Russian buyers who started at the exhibition. At the end of each exhibition, we are sure to conduct a debriefing with the participants.
- What will be the main trends of the Spring-Summer 2010 season?
- “Desire” is a symbolic word for the spring-summer season. So, new shoe fashion trends can be expressed through the prism of many desires: this is an attempt to combine the incongruous - imagination and science - to create an innovative fashion; and the problem of particular sophistication in the embodiment of eternal beauty; a desire for exoticism and, finally, a dream of a simple and enchanting field fashion, suitable for urban use. So, French shoes presents four stories to your attention, according to the trends of the new season: Search for infinity, Scorching Sun, Perfect Beauty and, finally, Forest Poetry. You can find more detailed information on new trends in the French Style brochure, which the federation publishes with the fashion department of the Committee for Economic Development of the Technical Center for Leather Products.
- During the “fat” 2000s, the majority of Russian shoe factories did not have time to update production equipment, partly because of this, production volumes fall annually. What is the dynamics of shoe production in France now? How do you rate the level of technological support in France?
- In 2008, 31 million pairs were released. Most French shoe manufacturers had been re-equipped long before the 2000's. Some have chosen the way to transfer part of production to other countries.
The leather industry in France is equipped with the latest technology, has its own research center for conducting experiments and developing new technologies, as well as special technical equipment for the implementation of basic research and the application of innovative products.
- Shoe business in France - is it more a family business or factory production?
- Our federation includes 110 shoe manufacturers, most are small family firms, less than 50 workers. Only six largest enterprises employ more than two hundred people.
- What are the largest retail chains in France? What is the proportion of French shoes in them?
- Distribution networks and their affiliates account for 39% of the total market turnover, their specific part has increased significantly in 2007-2008. The international footwear market is best known for the Vivarte and Eram group of companies. French networks are concentrated mainly in Europe and are poorly represented in other regions. Some manufacturers also have their own networks, for example, Mephisto, JMWeston, Paraboot brand stores are open not only in France, but also abroad. For example, Mephisto has more than 800 points of sale worldwide.
- The federation will have a new president this year. What ongoing initiatives of the federation will it continue within the country and abroad? What's new in the areas of work?
- You are absolutely right, Mr. Jean-Pierre Renaudin, former president of MOD8, a company producing luxury children's shoes, was elected the new president of the federation.
An active export policy, as well as introducing French shoes to a wide range of buyers, have been the two main areas of the development strategy of the French Federation of Shoes over the past two years. This work will continue.
The Russian market is very important for us, which is why we decided that the federation should have its own plenipotentiary representative here. Since this year, the interests of the federation in Russia have been represented by Ekaterina Mamatova. We hope that it will become the very link that will unite Russian buyers and French manufacturers.
- France is the historical citadel of feminism. Do you think a woman shoes for herself or for a man?
- I would say that French women manage to choose the right shoes for every moment! Not only elegance, but also comfort, as well as the quality of shoes are the main selection criteria for a woman.
- Whose shoes could you name the reference example of the French style in shoes?
- For many years one of the most widely represented in the international footwear market, including in Russia, is the Robert Clergerie brand. Other well-known names can be named: Rautureau, Louboutin. At the last MosShoes exhibition, the federation presented to the attention of visitors a retrospective of the evolution of French style, prepared by the famous Paris stylist François Ascensio, who also organized a fashion show in the French Pavilion. I am sure that he will be able to tell you in more detail about the influence of French fashion designers on the shoe collections of the next season with great pleasure.
Euro Shoes opens a new season for buyers and brands
Euro Shoes — March 4-7, 2026 at the WTC Congress Center
Euro Shoes: The Fall Premiere That Set Trends and Raised Acute Questions for the Industry
Euro Shoes starts on August 27th!
Euro Shoes introduces new members!
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Owners of small shoe stores often juggle multiple roles: negotiating with suppliers, managing inventory, handling marketing, and even personally participating in sales. In such an environment, it's difficult to focus on strategic development and operational management. This is where a store manager comes in – a key employee who oversees daily processes and ensures stable business growth. However, many owners believe they can handle this on their own. SR fashion business management and development expert Maria Gerasimenko explains why a store manager is essential and why you can't do without one if you want to grow and scale your business.
Euro Shoes — March 4-7, 2026 at the WTC Congress Center
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Customer profiling in a shoe store. What is this technique and how can it be used in sales?
Profiling is a scientific method of "reading people," allowing one to create a psychological profile of a person and predict their actions or behavior in certain situations, or even catch them in a lie. Profiling is used in sales because the salesperson needs to understand a person's emotional state and their underlying motivations for purchasing. An expert and practitioner in sales growth in fashion, SR, discusses this method and its practical application in footwear retail.
SOHO Fashion Group: 20 years of sustainable growth and collaboration with global brands
This year, SOHO Fashion Group celebrates its 20th anniversary—a significant milestone that highlights the company's sustainable development and its contribution to shaping the Russian fashion market. During this period, the company has established a leading position in the industry, forging strong relationships with international brands and establishing itself as a reliable representative of the fashion segment.
Just a month until the Euro Shoes exhibition in Moscow!
We are counting down the days for the main international exhibition of footwear and accessories Euro Shoes Premiere Collection in Moscow! The exhibition will be held from August 27 to 30 at a new premium venue – the capital's congress center WTC on Krasnopresnenskaya Embankment.
Salvatore Ferragamo's Shoes Inspire Pastry Chefs
Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
Whatever aesthetics your collection adheres to - craft heritage, elegant minimalism inspired by traditions or, conversely, futuristic forms - if your customer strives to be fashionable and you need to regularly update your assortment with current trendy novelties, pay attention to the design trends, models and details of women's shoes and bags in the fall-winter 2025/26 season described in this article. To prepare it, the author used materials from the international trend bureau Fashion Snoops, which is a source of commercial forecasts for the seasons ahead, and current trend analytics of key events in the fashion industry around the world: industry exhibitions, shows, shows.
How Pareto's Law Works in a Shoe Retail Store
Analysis of the company's performance is an important quality of a manager. Many indicators in the retail business are subject to analysis, primarily - sales planning and inventory balances, KPI performance by employees, the effectiveness of marketing campaigns, the number of sellers, their work schedules and many other factors that affect the final result of the store. In this material, SR expert on increasing sales in shoe retail Evgeny Danchev, using the Pareto principle, understands the reasons why revenue and volumes of goods sold are distributed very unevenly between weekdays and weekends. The author is confident that the Pareto principle is indispensable in the systemic analysis of sales management efficiency and sales results. But it is important to apply it correctly and interpret its meaning.
Clarks: 200 years of quality, style and innovation
In 2025, the legendary British brand Clarks celebrates its 200th anniversary – an impressive milestone that demonstrates its enduring relevance, impeccable quality and global appeal.recognition of the brand. Since its foundation in 1825, the company has not only created shoes, but also set the standards for comfort and style, remaining a symbol of British craftsmanship and innovation.
New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
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associated with elitism, aristocracy and an active lifestyle.
Micam and Livetrend presented a selection of footwear trends for the spring-summer 2026 season
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The Battle for the Sports Shoe Market
Fashion market experts and economic analysts predict a decline in sales of Nike and Adidas. The leadership positions of the unsinkable sports giants may be seriously shaken in the coming years, as they are being pushed out by young, bold and active competitors – challenger brands. Why is this happening, and what are the main reasons for such changes? Daniya Tkacheva, a fashion market expert and practitioner with 20 years of experience in sales management, and 13 years of experience in the Nike Russia team and fashion retail, shares her view on the situation on the market in the sportswear and footwear segment.
The cyclicality of fashion and its impact on the financial results of the fashion business
Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
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We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
